The Role of Emotional Branding in Customer Loyalty : A Cross-Cultural Perspective

Global brands increasingly rely on emotional branding to foster consumer loyalty, yet its effectiveness varies across cultural contexts. Many organizations continue to adopt universal emotional strategies without accounting for how cultural values shape emotional perception and brand attachment. This study explores how emotional branding drives customer loyalty through constructs such as brand love, attachment, trust, and self-congruity, and how these mechanisms are moderated by cultural dimensions including individualism–collectivism, communication context, and power distance. Findings indicate that emotional appeals resonate differently depending on local cultural norms: collectivist and high-context societies respond more positively to subtle, relational branding, while individualist and low-context cultures favor explicit, identity-centered emotional messaging. Strategic implications highlight the importance of culturally adapted storytelling, platform-specific messaging, and authenticity in emotional branding execution. Brands that align emotional content with local cultural expectations are more likely to foster sustained loyalty. Further research is encouraged to examine emotional branding in emerging markets and digital ecosystems to advance culturally responsive global marketing practices.